India celebrity endorsement market is projected
to grow at a robust CAGR during the forecast period owing to the changing
consumer lifestyle and growing influence of media & communication. Further,
the increasing urban population with increasing number of social media users
has made these digital mediums an effective tool of marketing. Celebrity endorsement
increases the attention of audience easily and helps to connect with the target
Celebrity endorsement is a key aspect of
marketing in India. Around 50% of endorsements in India feature celebrities as
compared to around 20% in the United States. Additionally, the increasing
penetration of digital cable television in both urban and rural areas is a
major factor propelling the growth of India celebrity endorsement market. Film
stars currently dominate the Indian celebrity endorsement industry followed by
sportspersons. The increasing penetration of internet is further expected to
drive the India celebrity endorsement market by 2025.
India celebrity endorsement market is
segmented based on advertisement medium and product category. Based on
advertisement medium, the market is segmented into television, magazine,
internet, newspaper and others. With the evolution of digital media, internet
medium is expected to account for largest market share during the forecast
period. Celebrities have their own fan base and hence the companies are trying
to utilize their popularity to attract wider and diverse consumers.
Based on product category, India
celebrity endorsement market is segmented into medicines &toiletries, home
products & appliances, drinks & confectionary, personal care and others. The drinks and confectionary segment
accounted for the largest market share in 2019. However, the personal care
products segment is expected to undergo the fastest growth during the forecast
year owing to the consumers’ inclination towards personal grooming and fitness.
Major players operating in the India
celebrity endorsement market are NexBrands, Cineyug, Approach Entertainment, Globosport,
Armaans Events Pvt Ltd, ATI Talents, Cine Dreams Film Corporation India and SkyWalk
Entertainment, among others. Most of these companies provide two types of endorsement
contracts. The first one is a fixed fee and a fixed term engagement and the
second one includes a one-time engagement. The fixed term contract is gaining
traction and the celebrities are often called ‘brand ambassador’ of that
particular product or company.
considered for this report:
Historical Years: 2015-2018
Base Year: 2019
Estimated Year: 2020
Forecast Period: 2021–2025
of the Study:
- To analyze and forecast the
market size of India celebrity endorsement market.
- To classify and forecast
India Celebrity Endorsement market based on advertisement medium and product category.
- To identify drivers and
challenges for India celebrity endorsement market.
- To conduct pricing analysis
for India celebrity endorsement market.
- To identify and analyze the
profile of leading players operating in India celebrity endorsement market.
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TechSci Research performed both primary as well as exhaustive
secondary research for this study. Initially, TechSci Research sourced a list of
celebrity endorsement agencies across the country. Subsequently, TechSci
Research conducted primary research surveys with the identified agencies. While
interviewing, the respondents were also enquired about their competitors.
Through this technique, TechSci Research could include the agencies which could
not be identified due to the limitations of secondary research. TechSci
Research analyzed the companies, distribution channels and presence of all
major players across India.
Research calculated the market size of India celebrity endorsement market using a bottom-up approach, wherein data for various advertisement
medium segments was recorded and forecast for the future years. TechSci
Research sourced these values from the industry experts and company
representatives and externally validated through analyzing historical data of
these product types and advertising campaign for getting an appropriate,
overall market size. Various secondary sources such as company websites, news
articles, press releases, company annual reports, investor presentations and
financial reports were also studied by TechSci Research.
Key Target Audience:
research and consulting firms
bodies such as regulating authorities and policy makers
forums and alliances related to celebrity endorsements
The study is useful in providing answers to several critical
questions that are important for the industry stakeholders such as companies,
partners, agencies, etc., besides allowing them in strategizing investments and
capitalizing on market opportunities.
In this report, India celebrity
endorsement market has been segmented into following categories, in
addition to the industry trends which have also been detailed below:
- India Celebrity Endorsement Market, By Advertisement
- India Celebrity Endorsement Market, By Product Category:
- Medicines &Toiletries
- Home products & Appliances
- Drinks & Confectionary
- Personal Care
Company Profiles: Detailed analysis of the major
companies present in India celebrity endorsement market.
With the given market data, TechSci Research offers customizations
according to a company’s specific needs. The following customization options
are available for the report:
- Detailed analysis and profiling of
additional market players (up to five).
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